For the BeatBox x Shaq partnership, I led the creative from the ground up—starting with a full redesign of our lemonade line. I reimagined the Tetra Pak canvas, letting Shaq-inspired doodles break outside the classic diamond pattern so the art feels like it’s literally jumping off the pack. From there, I built the full ecosystem: point-of-sale that stops you in the aisle, out-of-home that’s impossible to ignore, and a photoshoot + video campaign that captures Shaq’s personality seamlessly merged with the BeatBox brand. Every touchpoint was designed to feel bold, fun, and, as always, unmistakably BeatBox.